Kajabi Website Redesign, SEO & CRM Setup

Drive Her Forward is a high-performance leadership platform built for ambitious women offering structured courses, 1:1 coaching, community membership, and mentorship under the leadership of Katie Naughton, a female entrepreneur and one of the rare 1% of women who own automotive dealerships in the US.

Despite a strong brand identity and a compelling offer, the website wasn't converting. Katie posted a job on Upwork specifically seeking an expert to redesign the site with a focus on user experience and aesthetics, optimize it for SEO, build effective sales funnels, and set up a CRM system. Four distinct problems pointing to the same root cause: the existing site was visually disconnected, technically stagnant, and not built to generate leads.

She was also actively dissatisfied with her previous developer, who had built the site using a Figma-first workflow, requiring all changes to be designed externally, approved, and then manually rebuilt in Kajabi. This created slow turnaround times, unnecessary cost overhead, and a site that couldn't be iterated quickly.

The previous developer's Figma-first approach was a structural inefficiency baked into every update. Designing externally, seeking approval, then rebuilding inside Kajabi essentially doubled the work, and meant the client was paying twice for every change. Working directly inside Kajabi meant changes could be implemented, reviewed live, and iterated in real time, cutting turnaround in half and giving the client full visibility throughout the entire process.

No functioning sales funnels. The site had multiple offers; three courses, coaching, and a community membership, but no structured funnel guiding each audience segment to the right conversion point. Traffic was arriving with nowhere intentional to go.

Rebuilt the homepage, program pages, about page, community page, coaching page, and blog landing, all directly in Kajabi's native builder. Restructured the visual hierarchy to lead with Katie's authority and story, followed by social proof (testimonials), then a clear three-path offer structure for courses, coaching, and community. No external design tool. Changes were live, visible, and iterable from day one.

Built structured conversion paths for each offer: a free guide funnel (lead magnet → email sequence → course offer), a community founding member funnel (urgency-led pricing page at $99/mo from $149), and a coaching application funnel (qualifying form → discovery call booking). Each funnel was mapped to a specific audience segment.

Configured Kajabi's built-in CRM to tag and segment leads by entry point (free guide, community, coaching inquiry). Built a welcome email sequence for new leads and set up automations to move contacts through each funnel stage based on behaviour, ensuring no lead went cold after initial contact.

The redesign resolved both the aesthetic and structural problems. The site now reflects the premium, high-performance positioning Katie built the brand around. Every page has a clear conversion objective. Every lead that enters the ecosystem through the free guide, community, or coaching inquiry is tagged, segmented, and enrolled in a nurture sequence. SEO fundamentals are in place across the full site for the first time.

The client came in frustrated with slow delivery and a workflow that required external tools just to make live changes to her own site. Working directly in Kajabi removed that friction entirely, every change was visible in real time, approved faster, and implemented in a single step rather than two.